IHG Hotels & Resorts introduces Ruby Hotels, its 20th global brand, to the U.S. market. As the latest addition to its collection of brands, Ruby is a new and attractive option for cost- and style-conscious travelers in U.S. city centers, according to the company. For owners, the brand represents a versatile alternative that is ready made for urban settings often challenged by significant barriers to entry and space constraints. The company acquired the brand earlier this year.
Ruby’s U.S. market debut builds on its addition to the IHG portfolio earlier this year. Founded in Germany in 2013, Ruby’s expanding presence now includes 34 open or pipeline hotels in major European cities. Much like its European foothold, IHG’s strategic growth plan for Ruby will prioritize major U.S. urban markets and accommodate a range of project types including new build, conversion and adaptive reuse.
Through its premium urban lifestyle approach, Ruby emphasizes the elements and amenities that guests prioritize while eliminating unwanted extras. Each hotel offers standardized and beautifully appointed room options featuring everything guests need for a comfortable stay, including cozy beds, premium finishes and fixtures, rainfall showers and high-quality bath amenities. Ruby’s public spaces additionally welcome travelers and neighbors through locally crafted interiors and destination 24/7 bars serving unique cocktails and barista coffee.
“Ruby is a brand built for the future of hospitality," Jolyon Bulley, CEO, Americas, IHG Hotels & Resorts said in a statement. "Its success in Europe speaks to the growing demand for flexible, lifestyle-focused hotels in highly traveled locations. Ruby’s U.S. introduction will complement our premium portfolio and offer owners a differentiated product with strong economics and scalable growth potential. We’re encouraged by the initial interest and buzz around Ruby, which reinforces our confidence in its appeal and ability to thrive in this market.”
Ruby’s U.S. availability reflects IHG’s plan to grow the brand to more than 120 global hotels during the next decade and more than 250 during the next 20 years. IHG expects continued accelerated global growth in the “urban micro” segment, creating opportunity for even greater owner and traveler interest in Ruby.
“Ruby empowers IHG to connect with a new type of traveler – the individualist who values soulful, character-driven premium stays at an affordable price point," Lauren Krostue, vice president, global brand management, Ruby said. "In bringing Ruby to the U.S., we will retain what’s made the brand so special in Europe – including its unique design and operating model – while localizing certain elements to reflect market needs. We look forward to introducing the Ruby experience to a new group of owners and guests and showcasing what sets the brand apart in the increasingly popular ‘urban micro’ segment.”